Malee: Lonely Rambutan

Malee, a canned fruits brand, connected with Thai consumers by personalising loneliness with a short film to encourage an uplift in sales.

Executive summary

Malee canned fruit has enjoyed much of its 40 year success founded special occasions in Thailand. However, association with special occasions means it can literally be ‘left on the shelf’ for 360 days of the year. What can we do to turn this seasonal product into an all-year-round dessert? Celebrate what no other desserts brand in Thailand has ever done – loneliness. Our platonic love story began with a short film on YouTube and ended up on Tinder and dates at 7/11. The #LonelyRambutan became a catchword for loneliness with over 60,000 retweets. Sale volumes increased by 33%.

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